Develop a mission statement
Leaders of today’s organisations are faced with the challenge of transforming their companies and
adapting to increased competition, deregulation, downsizing and the globalisation of markets. The
starting point for dealing effectively with such issues is the organisation’s mission statement.
By considering the following guidelines, you can develop a mission statement for your business
that instils inspiration in your employees and truly reflects their dreams, hopes, aspirations and
reasons for being there.
1. Understand the purpose of mission statements
A mission statement is a key component of an organisation’s entire planning process. It is more
than a slogan or motto – it is the operational, ethical and financial guiding light for your business. It
articulates the goals, dreams, culture, behaviour and desired future of a business. Strategically, it
is a tool that defines a business and its target market. Culturally, it serves as the “glue” that binds
the company together through shared values and standards of behaviour. It must inspire and
stretch staff to higher levels of performance.
2. Form a task force to draft the mission statement
Gathering the right words, setting the tone and finding the main theme should involve individuals
whose commitment to the final statement is expected. Establish a working party, comprising
representatives from different areas of your business. Select wisely – people’s hearts as well as
their heads are required.
3. Write a first draft
Conduct a situation or SWOT analysis to identify where your organisation stands today, how it
came to be where it is, what external forces will probably influence its future, and what it hopes to
become. Ensure to get input from the senior people in the business. With this background, the
working group can brainstorm to compile a collection of ideas that can be synthesised into a draft
statement.
Consider the following when preparing the first draft:
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It can vary in length.
It must be clearly articulated.
It should be written in an inspiring tone.
It must be relevant and current.
It must reflect your business’s uniqueness.
It must be enduring.
It must cater for all audiences.
4. Review, revise, validate and seek acceptance
A mission statement that is hurried or does not reflect the input of those who must carry it as their
standard into the community, will rarely inspire or involve those whose input matters most. The
process may take a few weeks or months. During that time you should circulate drafts to any
stakeholders who were not present at drafting meetings and whose commitment is required.
Display the mission statement for employees to see, inviting them to add any minor finishing
touches.
5. Operationalise the final version
When you’re confident the mission statement has received and benefited from stakeholder input,
produce a final version. Hold meetings to gain commitment to the mission and to turn its message
into reality. Agree on the other uses to be made of the mission – on posters, publications, business
cards, t-shirts, coffee mugs, products, calendars etc.
6. Keep the mission under review
Developing a mission statement is just the beginning. It must continue to have meaning for all
employees. So, periodically, refer to it on the agenda at meetings. An annual revisit should occur
as part of the review of your organisation’s strategic and business plans.
Further information
The following fact sheets provide further information on these issues:
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Business image
Business planning
Business values
Business vision - introduction